Bar chart
What US grocery shoppers told FMI about store brands in 2026
Four findings from FMI's Power of Private Brands 2026 survey of 1,495 US grocery shoppers. 94% said they would keep buying store brands if grocery prices fall, 49% bought more private brands in the past year against 31% for national brands, and 39% cite quality as a purchase driver. Use it when price is still the only explanation on the table for private label growth.
Where this appears
What's in this bar chart
| US grocery shoppers | |
|---|---|
| Keep buying store brands if prices fall | 94% |
| Bought more private brands last year | 49% |
| Cite quality as a purchase driver | 39% |
| Bought more national brands last year | 31% |
Survey of 1,495 US grocery shoppers, fielded 13 to 18 March 2026, margin of error 2.5 points.
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<a href="https://www.koji.so/visuals/fmi-private-brand-shopper-findings-2026"><img src="https://www.koji.so/visuals/fmi-private-brand-shopper-findings-2026/fmi-private-brand-shopper-findings-2026.png" alt="Bar chart of FMI 2026 survey results: 94% of shoppers will keep buying store brands if prices fall, 49% bought more private brands last year." width="1200" height="630" /></a>
<p>Source: <a href="https://www.koji.so/visuals/fmi-private-brand-shopper-findings-2026">What US grocery shoppers told FMI about store brands in 2026</a>, Koji</p>
